Crisis Communication and Response Strategies

Crisis Communication

• A crisis is a significant event negatively affecting an organization, industry, or country. It disrupts operations or threatens existence.
• Two types of crises exist:
  • Reputational crises: Damage to reputation, but slight operational impact.
  • Operational crises: Operations are affected, but reputation damage is minimal.
• Ethical organizations should prioritize stakeholder well-being.
• This involves both physical and psychological needs, addressing and adjusting information accordingly.

Response Strategies

• Situational Crisis Communication Theory (SCCT) guides response strategies.
• Denial strategies: Rejecting or placing blame.
  • Attack the accuser
  • Denial
  • Scapegoat
• Diminish strategies: Minimize responsibility or harm.
  • Excuse
  • Justification
• Rebuild strategies: Acknowledge responsibility, rebuild trust.
  • Apology
  • Compensation

Public Opinion and Persuasion

• Public opinion is a collection of views held by individuals interested in a subject.
• Opinions are seldom unified, often influenced by those who have analyzed information and created their opinions. Often people are indifferent and unmotivated by issues not affecting them.
• Opinion leaders influence others; they are knowledgeable about specific issues.
• Types of opinion leaders:
  • Formal opinion leaders: Spokespeople for organizations (e.g., political leaders)
  • Informal opinion leaders: Role models with widespread influence on their peers (e.g., uncle informed about politics).

Agenda-Setting Theory

• Media content defines what people discuss.
• Media chooses which issues to highlight and how this affects conversations and opinions.
• Selection of stories and headlines influences public discussion.

Framing Theory

• How information is framed affects how people perceive an issue.
• News frames: how issues are presented. (positive, negative, or neutral)
• Focus on costs/benefits used to influence the public to take specified actions.

Persuasion Research

• Key concepts (Aristotle's):
  • Ethos: Source credibility.
  • Logos: Logical arguments (facts, statistics).
  • Pathos: Emotional appeals (fear, guilt, humor, hope)

Mass Media

• Mass media are significant and important.
• Mass media reaches a vast audience cost-effectively, building trust and initiating symbiotic relationships with social media.
• Effective media kits include:
  • Main news release (summary of key message)
  • Fact sheet (details of event, product, etc.)
  • Multimedia content (pictures, videos, infographics)
  • Contact info
  • Links to additional resources
  • Collaborative efforts with writers, photographers, graphic designers
• Tips for creating impactful media kits:
  • Focus on relevant outlets.
  • Research journalists.
  • Consider the audience and their interests.
  • Ensure newsworthiness.

Corporate Public Relations

• PR helps build companies' trust, credibility, and reputation.
• Media relations involve communication with media outlets.
• Corporate social responsibility (CSR) is critical for reputation.
• Employee relations and investor relations are key for public confidence in the organization.
• Public relations are integral in marketing plans.

Nonprofit, Health, and Education

• Non-profits are tax-exempt entities with various purposes.
• Different types exist (advocacy groups, social services).
• Public support through donations and community outreach is essential.
• Solicitation methods include direct mail, email, crowdfunding, telephone.

Mobile and Social Media

• Social media and mobile platforms are beneficial for fundraisers and cause-related communications
• Effective social media and mobile strategies create broader reach, attract attention, and garner financial support for campaigns.